Churn rates for OTT services overall rose 6 percentage points versus Q1 2019, reports Parks Associates, which points to more extended sampling trials as the competitive field continues to expand.
Roku offers a "top 1%' deal, Hulu debuts a direct-response ad format, and one and all offer evidence of their flexibility in the face of advertisers' unprecedented pandemic-driven uncertainty.
The acceleration is being driven not just by stay-at-home, but the boom in available content and increasing cord-cutting, says the research firm.
Kroger's customer data on 60 million-plus households from its nearly 2,800 supermarkets will give CPGs access to closed-loop attribution.
All major OTT/CTV devices, and many Roku Store apps, saw double-digit gains in ad transactions in the period for the week ended May 16 compared to the week ended April 11, according to the latest COVID-19 performance report from ad fraud prevention firm Pixalate.